Case study:
primo ceramic grills


Mediarail was asked to develop and implement a marketing strategy for Primo Grills & Smokers, one of the top three kamado grill companies in the United States. The most prominent advantages of the brand were the patented oval shape of the grills, which are manufactured in the USA. Surprisingly, they are the only grill company that produces their grills. They were also a Jack Daniel’s Tennessee Whiskey licensee with their Jack Daniel grill.

The company’s business model employed a two-step distribution method with distributors and dealers across the United States and Europe. They did not have a dedicated marketing plan, and the only collateral they had at the time was an outdated website and standard print materials.


After performing an audit, the marketing strategy focused on four segments: distributors, dealers, consumers, and affinity partners. Each required different types of support with some overlap of the marketing collateral.

The first step was to update the name of Primo Grills & Smokers to one that more accurately described the product. Ceramic grills allow users to grill, bake, roast, and smoke food. Primo Ceramic Grills became the name of the brand. The guiding principle for developing the marketing strategy was that we were selling an experience, not grills and accessories. The ritual of cooking over a fire, the satisfaction of making exceptional food, and enjoying it with others. This realization inspired the tagline, “When it’s all about the food, it has to be Primo.”

For distributors and dealers, a new website was developed that included a dealer locator and a distributor/dealer portal. They could log in and order point-of-sale kits, apparel, and print materials. The warranty was elevated from a 20-year guarantee to a limited lifetime warranty, and new customer support policies were implemented to streamline the resolution process.

Over 5,000 emails from the corporate website were reviewed and, in many cases, received a personal response. It aided in understanding the buyer persona and the four stages of making a purchasing decision. It also identified needs for product improvement and development. Brand awareness and product knowledge became the focus of future marketing initiatives. It inspired the launch of the video series “Primo University” to inform and motivate consumer sales. The creation of social media channels increased awareness and engagement.

Seasonal national promotions, such as the Fire and Ice promotion, were developed for brand awareness and to motivate conversions. A partnership with Orion Coolers offered consumers a free cooler with the purchase of a grill package. Experiential events at Barrett Jackson Car Auctions, NASCAR races, the Sturgis Motorcycle Rally, and music festivals were excellent venues for partnering with Jack Daniel’s® Tennessee Whiskey to connect with consumers and perform cooking demonstrations.

  • Stemmed -33% sales decline and increased revenue 14% yearly.
  • Expanded dealer network to over 800 dealers across 32 countries.
  • Developed online sales through Shoppers Choice and Wayfair.
  • Increased Facebook following 866% and Twitter following 1300%.
  • Delivered a 3,600% increase in Instagram followers.
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